"Harmit has extensive experience in developing and implementing growth strategies for companies that serve consumers around the globe," Chip Bergh, president and chief executive officer of Levi Strauss & Co, said in a statement.

"His combination of financial and operational expertise, global experience and deep understanding of Asia will make him a strong addition to our leadership team at Levi Strauss & Co."

A Shri Ram College of Commerce, Delhi, alumni and a chartered accountant, Singh has almost 30 years of working experience that includes more than a decade at Yum! Brands, the world's largest restaurant company, and eight years at American Express India.

Levi's hiring Singh also reflects the trend among global consumer goods firms to choose Indians with inherent knowledge of challenging, but high potential, markets such as India, for their global leadership positions as they shift focus to emerging markets to maintain growth momentum.

Colgate-Palmolive elevated its India managing director Mukul Deoras as the Asia Pacific president this year, while Nokia India MD D Shivakumar was promoted to head the business in 90 countries across West Asia, the African region and India late last year.

Interestingly, Singh is joining Levi Strauss & Co at a time when the US branded apparel major's business in India is facing increased competition from existing rivals such as Arvind Brands and newer entrants such as Mustang and US Polo.

Despite 18 years of its existence in the Indian sub-continent, the company is yet to break even and, according to its recent regulatory filings with the Registrar of Companies, has accumulated losses of 127 crore.

Two months ago, the company announced its intention to withdraw its mass-market brand Denizen from India due to profitability concerns.

Singh's appointment is not expected to make any significant impact on the denim brand's business in India. "There may be some extra focus on the Indian market because of Singh's experience in the country," business head of a department store chain that sells Levi's brands said.

"However, the company's inherent issues relating to inventory and real estate management along with slowdown in apparel segment might not be easy to address in the short term," the person added.